Page 150 - Cultural Studies and Political Economy

Chapter Five

Environment and Pecuniary Culture

To further amplify aspects of the political economy of culture, and cultural as-
1
pects of the political economy, this chapter addresses in Innisian fashion the
perhaps central issue—money as a medium of communication. Innis, of
course, is renowned for proposing that at any time and in every place the pre-
dominant medium of communication affects significantly the organization of
society. Here I address money as a medium of communication and some of
its cultural and organizational biases, and in that context draw out implica-
tions for environmental well-being.

MONEY AS A MEDIUM AND MONEY AS A MESSAGE

Money is probably as old as human community. It preceded writing by
millennia. Seeds, shells, cattle, coffee beans, tobacco and other naturally
occurring utilitarian objects served both as a store of value and as a medium
of exchange—the primary uses of money. Precious metals, too—particularly
gold and silver—even in antiquity, were used as currency. Often metal frag-
ments were “marked” or stamped to testify as to their weight and composi-
2
tion. The modern era of money began with the printing press, which enabled
the publication of identical copies of bank notes. Today, electronic currency
has to a degree replaced coins and paper, allowing money, like other elec-
tronic texts, to travel at the speed of light. 3
Money, when displayed (or even hinted at), is a text or message. The size
of one’s bank account constitutes a persuasive statement to bank managers of
a customer’s status in the community. A wad of cash is sure to attract atten-
tion in almost every setting. Pressing the hand with coin is an unambiguous

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